Analysis on the Marketing Strategy of Blind Box

Abstract

In recent years, as blind boxes are becoming more and more popular among consumers, the blind box economy is booming. From hot toys to cultural and creative products, from digital appliances to food and clothing, buying and sharing blind boxes has become a new consumer trend. A toy box that is labeled "blind" means that the consumer cannot know in advance what sort of goods will be inside. This trend of toys targets the young consumer market, stimulating consumers to buy and rebuy. Blind boxes' unknowability can pique customers' curiosity, increase their readiness to buy, better activate the market for consumer goods, and boost their potential for consumption. As a marketing carrier, blind box can innovate and develop new cultural business forms, and also extend the cultural industry chain. Traditional culture is full of vitality under the guidance of new consumption patterns. Looking at the development of blind box economy in recent years, with the rise of blind box economy, many problems have been exposed, breeding industry chaos. This paper analyzes the reasons why blind box is so popular, its marketing success and its reasons, as well as some existing problems and future prospects, so as to offer some references for future researches on blind box industry.